and i think that much as the democratic party was say, around 2004 after kerry lost and democrats threw their hands up in the air. they were looking for a new generation, a new wave of consultants who could really change the tone of the party and emphasize some new principals. and i think that worked effectively for them. the one thing i would say is i think you're right that there is some substance here. a lot of it is surprisingly impressively candid. when i hear this about outreach, the $10 million ad campaign. i have to be honest, i roll my eyes. i was reminded of michael steele when he took over, i guess it was in 2009. he vowed he would reach out to everybody all over the country including his words, not mine, one armed midgets. that was his pleng to talk to everyone in america and stay republican party is not what you think it is. to go back to the point i was making at the opening, i think as long as republicans are where they are on higher taxes on the wealthy, there is only so much of a conversation you can have with some of those people who think that the party is one thing.